Our Story
Beyond Basic is the brainchild of Samiya Ali, a seasoned professional with over 16 years of experience in sales, marketing, communication, and e-commerce. Samiya’s journey began with a profound appreciation for embroidered products, which sparked her vision to make Kashmiri art forms accessible to all home décor enthusiasts. Inspired by her experiences and driven by a passion for preserving heritage, Samiya embarked on a mission to bridge the gap between traditional Kashmiri craftsmanship and contemporary design.
Co-founded with Wasim Farooq, a computer engineer and seasoned entrepreneur with over 17 years of business expertise in sourcing and distribution, Beyond Basic embodies their shared vision. Together, they share a vision of creating a brand that harmoniously blends traditional craftsmanship with contemporary aesthetics, making heritage art forms relevant to modern spaces.
Meet the Founders
SAMIYA ALI
(Founder & Director)
Embroidered art has always held a special place in my heart. Its intricate details and rich history captivate me, telling stories of tradition and creativity passed down through generations. My journey with embroidery took on new depth when I got married into a Kashmiri household and got introduced to native embroidery techniques such as Tilla, Dabka, Aari, Sozni, Crewel, and many more. Inspired by the unique blend of tradition and innovation, I felt a deep calling to share these treasures with the world.
As an avid traveller and lover of home décor, I noticed a gap in the market – the exquisite embroidery of Kashmir was often inaccessible beyond its borders. Fuelled by my passion for interior design and a desire to bridge this divide, I founded Beyond Basic. With over 16 years of experience in sales, marketing, and e-commerce, I was equipped with the skills and vision to create a platform where Kashmiri and Indian embroidery art forms could shine.
Beyond Basic is more than just a store; it’s a celebration of culture, craftsmanship, and timeless beauty. Each piece in our collection is carefully curated to bring a touch of elegance and heritage into your home. It is my sincere hope that our creations not only adorn your living spaces but also serve as a reminder of the rich tapestry of traditions that inspire us every day.
SAMIYA ALI
(Founder & Director)
Embroidered art has always held a special place in my heart. Its intricate details and rich history captivate me, telling stories of tradition and creativity passed down through generations. My journey with embroidery took on new depth when I got married into a Kashmiri household and got introduced to native embroidery techniques such as Tilla, Dabka, Aari, Sozni, Crewel, and many more. Inspired by the unique blend of tradition and innovation, I felt a deep calling to share these treasures with the world.
As an avid traveller and lover of home décor, I noticed a gap in the market – the exquisite embroidery of Kashmir was often inaccessible beyond its borders. Fuelled by my passion for interior design and a desire to bridge this divide, I founded Beyond Basic. With over 16 years of experience in sales, marketing, and e-commerce, I was equipped with the skills and vision to create a platform where Kashmiri and Indian embroidery art forms could shine.
Beyond Basic is more than just a store; it’s a celebration of culture, craftsmanship, and timeless beauty. Each piece in our collection is carefully curated to bring a touch of elegance and heritage into your home. It is my sincere hope that our creations not only adorn your living spaces but also serve as a reminder of the rich tapestry of traditions that inspire us every day.
SAMIYA ALI
(Founder & Director)
Embroidered art has always held a special place in my heart. Its intricate details and rich history captivate me, telling stories of tradition and creativity passed down through generations. My journey with embroidery took on new depth when I got married into a Kashmiri household and got introduced to native embroidery techniques such as Tilla, Dabka, Aari, Sozni, Crewel, and many more. Inspired by the unique blend of tradition and innovation, I felt a deep calling to share these treasures with the world.
As an avid traveller and lover of home décor, I noticed a gap in the market – the exquisite embroidery of Kashmir was often inaccessible beyond its borders. Fuelled by my passion for interior design and a desire to bridge this divide, I founded Beyond Basic. With over 16 years of experience in sales, marketing, and e-commerce, I was equipped with the skills and vision to create a platform where Kashmiri and other Indian embroidery art forms could shine.
Beyond Basic is more than just a store; it’s a celebration of culture, craftsmanship, and timeless beauty. Each piece in our collection is carefully curated to bring a touch of elegance and heritage into your home. It is my sincere hope that our creations not only adorn your living spaces but also serve as a reminder of the rich tapestry of traditions that inspire us every day.
WASIM FAROOQ
(Co-Founder & Director)
My journey to building a home-grown Kashmir-based brand felt destined, as I have always believed in the immense potential of local art and craft, which remains underrated and not widely celebrated in our country. Born and raised in the Kashmir valley and with over 17 years of entrepreneurial experience, I felt a deep-seated desire to create a business that represents this beautiful region, its culture, and its traditions, while also reaching beyond international boundaries. This passion led me to venture into the home décor segment and the e-commerce industry collectively, and I am glad Beyond Basic is now a brand that authentically represents Kashmiri art forms and its cultural heritage and seamlessly blends traditional craftsmanship with contemporary aesthetics.
